Dynamic Number Insertion Options – More Exciting Than It Sounds
Dynamic Number Insertion allows marketers to track the number of calls generated by online activities.
It does this by dynamically producing unique phone numbers on a website dependent upon how the visitor accessed the website. This allows Convirza to determine which ad sources generated phone calls.
Dynamic Number Insertion (DNI) tracks the number of calls generated by PPC, SEO, email marketing, social media marketing and any other online marketing source. DNI even allows you to track which keyword people search before they called.
There are three distinct types of DNI. Convirza is one of the few call tracking providers that offers all three. Here’s an explanation of the dynamic number insertion options:
URL-based DNI allows you to assign unique phone numbers to individual URLs. When someone clicks through from a specific URL, the same phone number is displayed. In other words, they see a different phone number on your website than someone that directly typed in your URL. Each URL you want to track is assigned a unique phone number. You simply build your URL and embed the snippet code. Every phone call from the websites that you target will be recorded and analyzed.
Use Cases – Most of our clients using this feature focus on their social media posts and PPC campaigns. With URL-based DNI, they track specific ads, not just groups of campaigns. They associate a unique phone number to each PPC ad and some to each social media link. This ensures each referring URL has a single phone number associated with it.
In the graphic above, URL-based DNI falls under the Banner Ad 1, Banner Ad 2, and AdWords Keyword.
Source-based DNI allows companies to gather high-level data about specific referring sources. For example, you could assign one phone number that everyone directed from Google will see. Alternatively, you could attach a unique phone number to Bing, Yahoo or a specific online directory. Every visitor from Google would see the same phone number. Every visitor from Bing would see the same phone number, and so forth.
Use Cases – This form of DNI is handy for high-level metrics. It doesn’t provide the granularity of URL-based DNI or Session-based DNI, but it does provide a 30,000-foot view of the data. If you want to know how many people find you on Google and then call, this method is for you.
In the graphic above, Source-based DNI fits in the Organic Search category.
This is the most granular, but also the most expensive use of DNI. Rather than assigning unique numbers to URLs or sources, session-based DNI allocates every single person that visits your site a unique phone number. This number follows them through your website until their web browsing session ends (until they close their window). This provides a particular level of data granularity. It allows Convirza to track, not only the referring site but even the specific search keywords that led them to your site and eventually to the phone call.
Use Cases – Imagine being able to track which keywords someone searched before he or she clicked and called? This is what session-based DNI offers. It is an incredibly effective way to gather data about online advertising and SEO.
Regardless of the method, Dynamic Number Insertion is a simple and clear way to prove marketing ROI using call tracking.
Whether it’s organic search or click-to-call, the Dynamic Number Insertion options tell you what triggered a phone call plus what happened during the call. And that is exciting, isn’t it?
For more exciting information about dynamic number insertion and how to implement it, please download our Authoritative Guide to Call Tracking and Local SEO.